Story had been with Zurich for the past four years, initially as head of sales in the Middle East in 2010, after a decade with Friends Provident International which included seven years in the Gulf.
Earlier this year, David Knights, former Friends Provident International general manager for Hong Kong, joined ITA as head of Asia distribution reporting to managing director Bob Pain.
ITA has also this year started targeting the offshore expatriate market by adding a portfolio bond to its product range.
